Content Marketing

Content marketing for manufacturing is about providing useful, actionable information to industrial designers, product engineers, sourcing managers, purchasing agents, and C-suite personnel. Like other audiences, manufacturers don’t want to hear shopworn phrases such as “state-of-the-art” or “cutting edge”. They want information that supports sound decision-making. Are you ready to provide that?

Why Content Marketing for Manufacturing Works

According to the Roper Public Affairs, 80% of decision makers prefer to receive company information in a series of articles instead of an advertisement. Some 70% say that content marketing fosters a connection with the company, while 60% say this content helps them make better buying decisions. The term “content marketing” might sound like a buzzword, but it’s all about credibility.

Face it. Engineers are skeptical about marketers – and it’s not hard to understand why. No one wants to be “sold to” anymore, especially not with so many unwanted emails and phone calls (not just at work, but even at home during dinner time). So if you want to be different, and if you’re willing to provide engineering, procurement, and the C-Suite with what they need, you’ll have to step up your game.

Search engine optimization (SEO) and social media marketing are important, but don’t be fooled by quick-fix, stand-alone solutions. Businesses that try to use “black hat” SEO techniques learn this lesson the hard way since search engines adjust algorithms frequently. Social media efforts that are bland, infrequent, or misplaced won’t help either. You need a unified strategy with content marketing at its core.

Content Marketing for Manufacturing and Your Company

To succeed at content marketing, manufacturers need a strategy that fits their budget and tactics that work in the real world. Content marketing can take many forms, but what’s the right mix for your company? When you work with Thunderbolt, we can create content such as web pages, blog entries, case studies, white papers, e-books, and press releases. We can also act as a consultant and explain what you can do on your own.